Page 19 - Journal of Strategic Marketing Magazine - January 2019
P. 19
INFLUENCERS
The influencer equation:
LIP = Lust + Investment + Proximity
You’re already under the influence of people you think you trust. You just don’t even know
it yet. Marc Kornberger decodes the influencer equation.
O ne book every marketer message out to the masses and create stats is important to understanding a
proven model of success that’s worked
‘talkability’. This can be disastrously
should have on their bookshelf
effective.
is Inluence by Robert Cialdini.
for banks, handsets, cellular providers
It’s a fact that social media
The author writes extensively on the
While there’s a lot of hype, there
six principles he believes underpin inluencers have changed the and alcohol brands.
‘inluence’ – reciprocity, commitment marketing game and given brands is in fact a science behind crafting a
and consistency, social proof, authority, access to people in ways businesses successful inluencer campaign. We call
liking, and scarcity. In 2016 he added could never have imagined. it the LIP inluencer model: LIP = Lust +
a seventh: unity. This principle posits The Inluencer Marketing 2018 Investment + Proximity.
that the more we identity with others, research report by Business Insider
the more we are inluenced by them. Intelligence reckons ad spend 1. Lust
Authority igures have the power to generated by inluencers will reach Inluencers must have a strong desire
sway us. between $5 billion and $10 billion or afinity for what they are endorsing.
We’re seduced by powerful by 2022. This represents a ive-year It’s that simple. Find inluencers
stats from experts. According to a compound annual growth rate of 38%. passionate about your brand, let them
2015 Schlesinger Associates study With numbers like that in play, ight to be on your team, and watch the
for Augure (now Launchmetrics), it’s no wonder inluencers are a vital magic unfold. While many marketers
81% of marketers believe inluencer part of any marketing plan. But like will hunt for inluencers with large
engagement is effective. It begs the everything else, there are good, bad followings and approach them for
question of what “effective” really and ugly sides to the inluencer story, endorsement, we recommend reversing
means because with enough money, which is why cutting through the clutter this process by getting inluencers to
brands can pay inluencers to get their of inluencer jargon and luffy research ight for why they should be chosen
Strategic Marketing - p17
The influencer equation:
LIP = Lust + Investment + Proximity
You’re already under the influence of people you think you trust. You just don’t even know
it yet. Marc Kornberger decodes the influencer equation.
O ne book every marketer message out to the masses and create stats is important to understanding a
proven model of success that’s worked
‘talkability’. This can be disastrously
should have on their bookshelf
effective.
is Inluence by Robert Cialdini.
for banks, handsets, cellular providers
It’s a fact that social media
The author writes extensively on the
While there’s a lot of hype, there
six principles he believes underpin inluencers have changed the and alcohol brands.
‘inluence’ – reciprocity, commitment marketing game and given brands is in fact a science behind crafting a
and consistency, social proof, authority, access to people in ways businesses successful inluencer campaign. We call
liking, and scarcity. In 2016 he added could never have imagined. it the LIP inluencer model: LIP = Lust +
a seventh: unity. This principle posits The Inluencer Marketing 2018 Investment + Proximity.
that the more we identity with others, research report by Business Insider
the more we are inluenced by them. Intelligence reckons ad spend 1. Lust
Authority igures have the power to generated by inluencers will reach Inluencers must have a strong desire
sway us. between $5 billion and $10 billion or afinity for what they are endorsing.
We’re seduced by powerful by 2022. This represents a ive-year It’s that simple. Find inluencers
stats from experts. According to a compound annual growth rate of 38%. passionate about your brand, let them
2015 Schlesinger Associates study With numbers like that in play, ight to be on your team, and watch the
for Augure (now Launchmetrics), it’s no wonder inluencers are a vital magic unfold. While many marketers
81% of marketers believe inluencer part of any marketing plan. But like will hunt for inluencers with large
engagement is effective. It begs the everything else, there are good, bad followings and approach them for
question of what “effective” really and ugly sides to the inluencer story, endorsement, we recommend reversing
means because with enough money, which is why cutting through the clutter this process by getting inluencers to
brands can pay inluencers to get their of inluencer jargon and luffy research ight for why they should be chosen
Strategic Marketing - p17
